A Case Study on Loot Boxes in Two Video Games : A comparison between Overwatch and Star Wars Battlefront 2

Abstract

This thesis takes a closer look at microtransactions and loot boxes by examining two cases of loot boxes in video games and contrasting consumer reactions towards those two games. The goal of this thesis is to answer the following research question: Why did consumers accept the implementation of loot boxes in Overwatch but rejected the implementation of loot boxes in Star Wars Battlefront 2? To answer this question, the authors relied on published research, published thoughts of professionals, interviews with video game developers as well as video game critics, an examination of relevant forum discussions and a detailed examination of the video games in question. The authors research revealed that the implementation of loot boxes in Star Wars Battlefront 2 caused negative consumer reactions because they included items that gave an in-game advantage to players. However, the implementation of loot boxes in Overwatch did not cause a similarly negative consumer reaction because they included items that were cosmetic in nature and did not affect the player’s in-game performance. It is the view of the authors that video game publishers and developers should either implement loot boxes with exclusively cosmetic items, offer them as free accessories with other sold virtual goods, or alternatively avoid the loot box model entirely in favour of direct sales of virtual goods or the sale of alternative currency that can be used to unlock virtual goods.